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IPSOS
UPDATE
January 2019
A selection of the latest
research and thinking from
Ipsos teams around the world

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. WELCOME
Welcome to the January edition of Ipsos Update – our
round-up of the latest research and thinking from Ipsos
teams around the world.
The underlying idea of Ipsos Update is simple: to present
aspects of the “Best of Ipsos” in an easily digestible format.
We have not tried to be comprehensive; the focus is on
content which will be relevant to more than one market or
specialist research area.
Links are provided to the various points of view and
information sources, as well as the Ipsos colleagues
responsible for each piece of work.
We hope you find this useful. Please email IKC@ipsos.com
with any comments or ideas, or if you would like to subscribe
to future editions.
Thank you.
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UN WOMEN: SYRIAN REFUGEES
The effects of gender and displacement
PERILS OF PERCEPTION 2018:
Fact-checking our world-views
Now in its fifth year, our latest ‘Perils’ survey exposes how people in 37
countries see their reality, highlighting how we’re wired to think in certain ways
and how our environment influences our (mis)perceptions.
IN MEDIA WE TRUST?
How our views of the media are changing
Our team captures the current mood of the country with a collection of articles
on UK politics and society, including 2018’s “Words of the Year”.
IN THIS EDITION
HUMAN CURATION IN AN AI WORLD:
Strategies to manage over-information
WHAT THE FUTURE: FOOD
What’s for dinner?
GLOBAL ADVISOR
Towards a safer world?
Ipsos research for the UN shows that the realities of Syrian women displaced
by conflict and living in Lebanon, Iraq and Jordan are marked by gender
discrimination and great uncertainties.
BEHAVIOURAL SCIENCE OF CPG:
Disrupting the customer experience
Our behavioural science perspective on customer experience and decision-
making provides advice for consumer packaged goods brands on how to
survive in a digital consumer landscape.
Our exploration of trust in media uncovers a more complex truth about the
levels of trust held in the media. We find big differences when comparing
traditional and digital media channels.
IPSOS MORI ALMANAC 2018
The year in review
Ipsos experts show that fusing AI analysis with strategic human curation can
provide the right strategy for organisations who find themselves information-
rich but knowledge-poor with today’s ever-expanding access to data.
Innovating in the food sector must take into account a clear understanding of
food habits such as whether people still eat as a family, ideas of convenience
and consumption of meat and sugar.
A global poll for the Halifax Security Forum asks citizens across 27 countries
about the biggest worldwide threats and their confidence in world leaders to
address them.

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Our 37-country study reveals misperceptions
across a range of issues including crime,
climate change and the economy.
Our annual survey uncovers some considerable differences
between our perceptions and reality, including:
• Estimates of the proportion of people unemployed and
seeking work in each country are 5 times greater than
the actual (34% vs. 7%).
• On average, people think 54% of the population of their
country will be 65+ in 2050 but the actual projection is
less than half of that, at 25%.
• Across all countries, people guess that 28% of their
population are immigrants when the actual figure is less
than half that, at 12%.
• Of the 13 countries where there is data, people think
39% of women have experienced harassment, when in
fact 60% have.
Aggregate scores show Thailand to be least accurate in its
perceptions, followed by Mexico and Turkey.
Conversely, Hong Kong is the most accurate, followed
by New Zealand, with Sweden in third.
DOWNLOAD
PERILS OF PERCEPTION
2018
READ MORE CONTACT

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Businesses today are confronted with a
veritable explosion of data. The result: we are
often information-rich but knowledge-poor.
In this new white paper, we argue that human curation is
more important than ever in an age of ‘Infobesity’ as it offers
uniquely human qualities.
Human curation:
• is fuelled by curiosity
• can take into account even those things that cannot be
measured
• can explore possibilities and opportunities.
But it is most effective when employed alongside what
modern technology can offer.
This paper demonstrates a three-stage framework for
curation – from distillation to socialisation and activation –
which brings together the skills of human experts and the
capabilities of technology to drive business impact.
“We start where machines stop by bringing in the deep
human connection to data”, writes Radhecka Roy, Global
Service Leader, Strategic Curation.
READ MORE DOWNLOAD CONTACT
HUMAN CURATION IN AN
AI WORLD

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What does the future hold for producers, consumers and
marketers of food? This question centres around the role
that food plays in people’s life and how such trends affect
food choices and diets, as well as packaging and
convenience.
Key findings include:
• Globally, 63% prefer to eat locally even if this means
having fewer foods to choose from.
• Australia, Canada, Japan and the United Kingdom are
amongst those least optimistic about the affordability of
food in the future.
• China, India, Saudi Arabia and Peru are most optimistic
that the quality of the food they will eat will improve.
• Despite living in a time of abundance, projections show
that due to climate change, world hunger will increase
disproportionately in some developing countries.
• Most Americans would like more packaging to be made
of recycled (87%) and recyclable (89%) materials.READ MORE DOWNLOAD
The latest edition of What the Future presents
research and analysis from the US, Canada
and beyond on an integral area of consumer
spending: the food we eat.
WHAT THE FUTURE: FOOD
CONTACT

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BEHAVIOURAL SCIENCE
AND CPG
Our new white paper introduces five 'Mind Economy' trends
and suggests how consumer packaged goods (CPG) brands
can use them to achieve growth in today’s “digital reality”.
1. Personalisation: Moving from one-size-fits-all to
services that meet our individual needs.
2. Engineered environments: Increasingly designed and
immersive environments mean external cues (rather than
internal factors such as opinions or attitudes) will shape
our decisions.
3. Moment optimisation: The time gap between the desire
and its fulfilment is shrinking.
4. Hyper-rationalisation: Rather than relying on the brand
as a marker of quality, we increasingly look at product
and service features – and how they are assessed by
others.
5. Experientialisation: There is a continued move away
from products and towards services which offer richer
experiences.
READ MORE DOWNLOAD CONTACT
As brands continue to digitally transform,
they should consider how the customer
experience also changes in the process.

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TOWARDS A SAFER
WORLD?
A global perspective on international affairs
from citizens in 27 countries who assess
security, free trade, multilateralism and more.
The ninth wave of Ipsos’s annual poll for the Halifax
International Security Forum finds that:
• 74% of global citizens agree the world is becoming more
dangerous. But this has dropped from 81% in 2017.
• Just three in ten (29%) believe US President Donald
Trump’s approach to foreign affairs has made the world a
safer place.
• A majority feel that their government should focus less
on the world and more at home (73%), in the interest of
the economy.
• Three-quarters say their country has a responsibility to
be a moral leader and set an example for others.
• “Multilateralism” is also favoured by 75%: in other words,
collectively working towards global goals, even if their
country does not get exactly what it wants.
READ MORE DOWNLOAD CONTACT

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IPSOS MORI ALMANAC
2018
A review of life, society, business, media and
politics in 2018 from a British perspective.
In an environment where Brexit dominates (48% of citizens
say it is now the top issue facing the country), a huge 85% of
Britons think the country is divided, nine points higher than
the global average across 27 countries.
Our annual Almanac’s diverse chapters cover health and
social care, gender diversity, voice technology, sugar tax and
more.
Key points include:
• Some 85% of the British public are concerned about the
impact of plastic waste on the environment. ‘Single-use’
was the word of the year.
• Half (wrongly) think social care services are free, and
82% would support increased funding for social care.
• Two in three do not trust social media companies with
their personal data, compared to 55% globally.
• On a positive note, 70% of Britons think that people
across the world have more in common than things that
divide themREAD MORE DOWNLOAD CONTACT

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IN MEDIA WE TRUST?
As chants of “fake news” ring out around the
world, this paper asks: is there really a crisis
of trust?
READ MORE DOWNLOAD CONTACT
The key findings from our white paper In Media we Trust?
indicate that the notion of a crisis of trust is possibly
overblown, but there is certainly a problem with the public’s
trust in the media.
Looking at data from across 28 countries, our paper
unpacks the dynamics of this “crisis of truth” and suggests
contributing factors of media scepticism.
In established markets it appears that there is indeed an
issue with trust, even if it is not a crisis. Concerns are
particularly focused on digital platforms. Globally, people
under 35 are far more likely to trust digital platforms than are
those over 50. Meanwhile baby boomers tend to rate trust in
TV/radio more positively than millennials.
However, when it comes to trust in print media
(newspapers/magazines), trust is consistent across all ages.
We explore some of the forces at play that are contributing
towards this media scepticism.
DOWNLOAD

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READ MORE DOWNLOAD CONTACT
The Syria crisis continues to forcibly displace
hundreds of thousands of people, putting
women at heightened risk of exploitation.
UN WOMEN: GENDER AND
DISPLACMENT OF SYRIAN
REFUGEES
On behalf of UN Women, Ipsos conducted research into
the lives of female Syrian refugees being hosted in
neighbouring Lebanon, Iraq and Jordan.
The studies show that in all three countries, women’s lives
are characterized by economic insecurity, limited
employment opportunities, challenges in accessing aid,
acute isolation and increasing levels of violence.
• 79% of Syrian women in Lebanon report being unable
to meet their basic needs.
• In Iraq, while 25% of Syrian women expressed a desire
to work, only 4%of women had access to employment.
• In Jordan, three-quarters of Syrian refugees live
outside refugee camps and are highly or severely
shelter-vulnerable.
The report’s recommendations include:
• Ensuring humanitarian and resilience programming
prioritizes women’s empowerment.
• Increasing access to employment services and
financial resources for female Syrian refugees.

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READ MOREREAD MORE
Are you looking at
me?
Oliver Sweet, Head of Ethnography at Ipsos,
has been looking at cultural influences in the
formation of self for The Association for
Qualitative Research.
He outlines an Ipsos research study on ‘How
People Live’ which seeks to understand who
people are by how they construct their home.
Among the cultural differences observed: the
universalist values of Indonesia allow people
to drop in on each other at all times of day.
Whereas the values of conformity and
tradition mean that house visits in Saudi
Arabia are well planned and ritualised.
He also discusses cultural marginalisation in
society, in particular towards LGBT
communities and the ageing population.
Read more from Oliver Sweet on the
principles and practice of ethnographic
research in: Ethnography, an Unfiltered View
of Reality.
SHORTCUTS
Populism in Europe
and the political right
READ MORE
We British: True
Europeans?
Simon Atkinson shares 10 things that the UK
has in common with its European
neighbours, and what makes it different, in
an article for the Market Research Society’s
Research Live site.
• 49% Britons say the country is in decline,
similar to the 47% recorded in France
and Italy but higher than the optimistic
Germans at 25%.
• Half of Britons say the country needs a
‘strong leader to break the rules’, close to
the global figure of 52%. This is a view
shared by 61% of the French, but only
17% of Germans.
• A free market economy is popular with
62% of Brits. This is ahead of the
Germans (49%) and French (43%). But it
is the Italians that are most keen, with
72%.
• Britons’ assessment of the UK economy
since Brexit has remained broadly stable
while in many European countries ratings
are now improving.
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In recent years, Europe has seen increasing
levels of populism. This is common to all
Western social democracies and has been well
documented, but less so in relation to what it
means for the political right.
This analysis by Chloé Morin and other Ipsos
experts traces the link between immigration
worries and political developments across
Europe, arguing that immigration has created a
fertile ground for populist parties to prompt a
reconfiguration of historical right-wing parties.
Drawing on Ipsos’ What Worries the World
surveys, it finds that:
• Immigration is in the top 3 concerns for
43% of the population in Germany, 35% in
Italy and 33% in Sweden.
• In the last national elections, populist
parties won over 25% of the vote share in
Poland, Switzerland, Austria and Hungary.
• 4 out of 10 think that it is “a risk” to elect a
party with extreme views.

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CONTACT
All the information within this Ipsos Update
is in the public domain – and is therefore
available to both Ipsos colleagues and
clients.
Content is also regularly updated on our
website and social media outlets.
Please email IKC@ipsos.com with any
comments, including ideas for future
content.
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